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Reliance-owned <keyword id="19910844" type="General" weightage="20" keywordseo="OTT-platform" source="keywords">OTT platform</keyword> <keyword id="19940563" type="General" weightage="100" keywordseo="JioCinema" source="keywords" meta.keywordsubtype="org" meta.entityname="JioCinema" meta.hostid="261" meta.entityid="JioCinema">JioCinema</keyword>, which has live streaming rights for <keyword id="20849034" type="General" weightage="20" keywordseo="Tata-IPL" source="keywords" meta.keywordsubtype="org" meta.entityname="Tata IPL" meta.hostid="261" meta.entityid="Tata IPL">Tata IPL</keyword>, saw a 53 per cent growth in viewership at 2,600 crore views in the T20 cricket tournament that concluded on May 26. This was the second season of IPL for JioCinema, in which the platform recorded over 35,000 crore minutes of watch-time, the OTT platform said in a statement. Moreover, the average time spent per viewer touched 75 minutes from over 60 from the last season of Tata IPL 2023. "Keeping the momentum going after an incredible opening night, JioCinema's reach grew over 38 per cent, concluding the season at over 62 crore," it said. This season, JioCinema had a record 28 sponsors and over 1,400 advertisers. "We conclude the TATA <keyword id="17425920" type="General" weightage="20" keywordseo="ipl-2024" source="Orion">IPL 2024</keyword> with a promise to continue to redefine the way sports is consumed in India," said a <keyword id="19976121" type="General" weightage="20" keywordseo="Viacom18" source="keywords" meta.keywordsubtype="org" meta.entityname="Viacom18" meta.hostid="261" meta.entityid="Viacom18">Viacom18</keyword> Spokesperson, adding, "The growth we are seeing year-on-year assures us that our viewer-centric presentation is engaged with and appreciated". JioCinema opened the 2024 season with over 11.3 crore viewers on the first day, 51 per cent higher than Day 1 of TATA IPL 2023. "As JioCinema commenced their second season on digital, over 59 crore video views were registered on the platform for the opening day of TATA IPL 2024 which led to 660 crore minutes of watch-time," it said. Reliance-backed Viacom18 acquired the digital rights for IPL for Rs 20,500 crore in June 2022. The television rights for the Indian subcontinent is with Disney Star, which is yet to come with its final number of viewers. After this, JioCinema will focus on the next sports event -- the 2024 Paris Olympics, it added

JioCinema IPL viewership spikes 53% in 2024, amassing 2,600 crore views!

<ul><li><keyword id="19940563" type="General" weightage="20" keywordseo="JioCinema" source="keywords" meta.keywordsubtype="org" meta.entityname="JioCinema" meta.hostid="261" meta.entityid="JioCinema">JioCinema</keyword> has announced new ad-free premium plans for individuals and families.</li><li>The premium subscription plans have been priced starting at ₹29 per month.</li><li>Here’s everything you need to know about JioCinema’s new subscription plans.</li></ul> Mukesh Ambani-owned streaming platform JioCinema on Thursday announced its new premium plans after teasing them for a few days. The new premium subscription plans from the digital arm of Viacom18 offer ad-free content. JioCinema has an extensive catalogue, including the ongoing <keyword id="19966825" type="General" weightage="20" keywordseo="Indian-Premier-League" source="keywords">Indian Premier League</keyword> (IPL) and content from HBO, Warner Bros., and Paramount, among others. The new content plans are cheaper than its current plans and are aimed at offering an ad-free experience like <keyword id="21423024" type="General" weightage="20" keywordseo="Netflix-and-Prime-Video" source="keywords">Netflix and Prime Video</keyword>. Do note that sports content, including the IPL, will continue to be free with Jio’s ad-supported tier. Existing <keyword id="20426557" type="General" weightage="20" keywordseo="JioCinema-Premium" source="keywords">JioCinema Premium</keyword> users will be upgraded to Jio’s new plans for free. “The introduction of JioCinema Premium breaks the numerous cost and quality barriers that exist in accessing premium entertainment. With 4K streaming, best-in-class audio, offline viewing and no device restriction all at a customer-centric pricing is sure to democratise access to quality entertainment for all of India,” Kiran Mani, chief executive officer, <keyword id="21420202" type="General" weightage="20" keywordseo="Viacom18-Digital" source="keywords" meta.keywordsubtype="org" meta.entityname="Viacom18 Digital" meta.hostid="261" meta.entityid="Viacom18 Digital">Viacom18 Digital</keyword>. <cmsannotation type="cmsannotation" annotationid="JioCinema Premium plans pricing" comment="subhead" text="JioCinema Premium plans pricing"><keyword id="21423025" type="General" weightage="100" keywordseo="Jiocinema-premium-plans" source="Orion">JioCinema Premium plans</keyword> pricing</cmsannotation> The new JioCinema Premium plan is priced at ₹29 per month for the individual plan, offering online and offline access to 4K content on one device. It includes access to all premium content on the platform without any ads, except sports and live content, which will continue to show ads. For families, JioCinema has introduced the new Family plan, which offers all the same benefits as the Premium plan and allows streaming on four devices at once. It is priced at ₹89 per month. Do note that the company has not announced long-term plans and you only have the option to select from the monthly plans. JioCinema has said that these are introductory prices. The actual prices of the plans are ₹59 and ₹149 respectively. <cmsannotation type="cmsannotation" annotationid="International content in regional languages" comment="subhead" text="International content in regional languages">International content in regional languages</cmsannotation> JioCinema has announced several partnerships over the last few months, including with HBO and Paramount. The company has said that in addition to English, content from international studios will be available in Hindi, Telugu, Tamil, Marathi and Bengali. “On an average, pricing for broadcaster-based OTT’s in India is ₹103 per month (Zee5, Sony Liv, Disney plus premium plan), whereas global giant OTT’s average pricing is ₹358 (Netflix premium plan, Amazon video), which implies that Jio Cinema Premium pricing is at a steep discount of 86% vs average price of peers; however, Jio Cinema’s depth of offerings in originals/global content remains much lower compared to global peers,” said Karan Thorani, Elara Securities. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/gigabyte-aorus-co49dq-49-inch-qd-oled-144hz-curved-gaming-monitor-launched-in-india/articleshow/109563798.cms">GIGABYTE AORUS CO49DQ 49-inch QD-OLED 144Hz curved gaming monitor launched in India</a> <a href="https://www.businessinsider.in/tech/mobile/news/realme-narzo-70-narzo-70x-5g-smartphones-launched-in-india-starting-at-11999/articleshow/109557895.cms">Realme Narzo 70, Narzo 70X 5G smartphones launched in India starting at ₹11,999</a> <a href="https://www.businessinsider.in/tech/news/apple-let-loose-event-scheduled-for-may-7-ipads-expected-to-be-launched/articleshow/109553148.cms">Apple Let Loose event scheduled for May 7 – New iPad models expected to be launched</a>

An Ambani disruption in OTT: At just ₹1 per day, you can now enjoy ad-free content on JioCinema

<ul><li>As per the report, <keyword id="10150755" type="UNKNOWN" weightage="20" keywordseo="ott-sector">OTT sector</keyword> will directly benefit from the closure of cinemas, as some film studios choose to fast-track new releases to home video platforms. </li><li>OTT video in India is expected to see the largest gain and reach 5.2% by 2024, closely followed by <keyword id="441315" type="PERSON" weightage="20" keywordseo="internet-advertising">internet advertising</keyword>.</li></ul>According to PwC’s <a href="https://www.pwc.com/gx/en/industries/tmt/media/outlook.html">Global Entertainment &amp; Media Outlook 2020-2024</a>, the Indian E&amp;M industry’s long-term outlook remains robust as it is expected to grow at 10.1% CAGR to reach 55 billion USD by 2024. A K-shaped bifurcated recovery is on the horizon in which sectors like OTT, internet advertising, video/games/e-sports, and music and podcasts are expected to spearhead growth in the industry. Globally, Digital revenue is expected to contribute 60% to the total E&amp;M revenue by 2020, alone. In terms of individual segment market size as a percentage of total E&amp;M revenue, OTT video in India is expected to see the largest gain and reach 5.2% by 2024, closely followed by internet advertising. Segments like advertising and those dependent on physical locations are likely to be further impacted in a negative manner whereas digital E&amp;M spending will increasingly be regarded as a non-discretionary expense. While globally, newspapers and magazines are dropping the free online model and starting to ask readers to pay for quality content online, digital paywalls are yet to become commonplace in India. Furthermore, while India will remain the world’s biggest cinema market in admission terms, cinema revenue in India will contract at a -2.6% CAGR to total US$1.5bn over the next 5 years. Rajib Basu, Partner &amp; Leader – Entertainment &amp; Media, <keyword id="148915" type="COMPANY" weightage="20" keywordseo="PWC-India">PwC India</keyword> said, “ "We find ourselves in extraordinary times, and the pandemic has accelerated ongoing shifts in consumers’ behaviour, pulling forward digital disruption and reaching industry tipping points that wouldn’t otherwise have been reached in the next few years. Our research shows that India will be the fastest growing entertainment and media market globally in terms of pure consumer revenue.” Coming out of COVID-19, a K-shaped bifurcated recovery is expected in which some sectors rise while others fall. Over the next 5 years, the outlook remains highly positive for digital led segments such as OTT, Internet Advertising, Online Gaming and Music &amp; Podcasts that were perfectly positioned to meet consumers where they are in 2020 - predominantly at home and online. However, companies simultaneously have to prepare to meet them where they will be two years from now. They will need to build and maintain direct-to-consumer relationships, offer enough differentiation or scale to compete, and unlock greater value using the right technologies. This is a unique window of opportunity for E&amp;M businesses to transform and make themselves more resilient and relevant for the future.” added Rajib Basu. Top 4 segments to advance rapidly: OTT Video: India holds the most potential of any market in the world and its breakneck rate of growth will see total OTT video revenue overtake South Korea, Germany and Australia to jump to being the sixth-largest market in 2024. Subscription video on demand will be the prime driver of revenue, increasing at a 30.7% CAGR from US$708mn in 2019 to US$2.7bn in 2024. OTT video growth is coming from both inside and outside the home as Internet-connected devices proliferate as the new ‘at-home’ environment has led to the rise of direct-to-consumer apps, local ‘bite-sized’ entertainment platforms and user-generated content (UGC) formats Internet Advertising: India is now the sixth-largest Internet advertising market in the Asia Pacific region. Mobile will be the primary driver of revenue in the Internet advertising market revenue due to increased data affordability, new mobile-first formats, ability to measure, and strategic targeting. Nonetheless, from a global perspective, Internet advertising in India remains underdeveloped and has massive headroom for growth Video, <keyword id="10150756" type="COMPANY" weightage="20" keywordseo="games-e-sports">Games &amp; E-sports</keyword>: Gaming and e-sports are capitalizing on the need to bring live experiences into the home in more personalized and more engaging ways. E-sports represented less than 1% of overall market in 2019, but has become one of the fastest growing segments today with a projected 33% CAGR by 2024. However, despite surging growth and enormous potential, the sector tackles with the biggest challenge of low levels of app monetisation Music, Radio &amp; Podcasts: Podcast industry was already experiencing rapid growth prior to the COVID-19 outbreak. Fuelled by the uptake of music-streaming brands, the overall space is expected to grow at a 13.5% CAGR, to total revenue of nearly US$1.7bn in 2024. India will also see strong increase at a 30.4% CAGR in its monthly podcast listener base over the next five years, supported by entry of foreign players and original content on topics including news, society and culture As the industry navigates into the post-pandemic world, one can witness new opportunities for capturing growth: Players bolster subscription offerings - With consumers increasingly paying a monthly fee to access a library of entertainment content, such as films, music, content, fitness etc., <keyword id="126927" type="ORGANIZATION" weightage="20" keywordseo="Media-and-Entertainment">media and entertainment</keyword> industry players are catching on to the value of subscription based models to bring in business. Optimising revenue mix or pricing models to emerge more resilient and capture a bigger share of the wallet will be the focus Physical events look for digital alternatives - Another opportunity made more compelling by the pandemic is bringing live experiences into the home in a more personalized and engaging manner. Digital spaces—e-commerce platforms, virtual event spaces, gaming channels, podcasts—are evolving into powerful new platforms for marketing. Creating new content propositions will help realise new revenue streams OTT will thrive in 2020 as cinema and traditional TV degrow - OTT sector will directly benefit from the closure of cinemas, as some film studios choose to fast-track new releases to home video platforms. Since OTT platforms offer convenience and accessibility to consumers who are likely to hold on to their new habits of streaming ‘at home’, global SVOD revenue may overtake box office spend very soon Landmark acquisitions are out; buying growth and cash flows are in – As companies look for ways to navigate barriers, strategic investments &amp; alliances in search of scale and growth will be crucial to determine success in the E&amp;M media industry

India’s E&M industry expected to grow at a CAGR of 10.1% to reach US$55 billion by 2024: PwC India Report

<ul><li>Media platform Disney+Hotstar filed a first information report (FIR) at Bengaluru cyber cell against a few digital platforms indulging in piracy this week.</li><li>Disney+Hotstar is the latest victim in a long list of streaming platforms that have lost their revenues to piracy.</li><li>Last year, Zee Entertainment Enterprises had filed an official complaint, pertaining to the pirated version of the film ‘Radhe’ being circulated across messaging platforms, including WhatsApp and Telegram.</li></ul>There is something common between Rajamouli’s RRR, Yash starrer KGF: Chapter 2 and Salman Khan’s Radhe. They’re not just superhit movies, they were all pirated way ahead of their release. The latest victim of this cybercrime is Disney+Hotstar. It has filed an FIR <a href="https://www.business-standard.com/article/current-affairs/disney-star-lodges-fir-against-websites-app-in-fight-against-piracy-122052900405_1.html">complaint </a>against TamilMV, TamilBlasters, Tamilrockers, and application PikaShow TV for carrying leaked content on their platform. “The cumulative traffic on these platforms is estimated at 62 million,” Santosh Ram, station house officer, cybercell, Bengaluru Police told <a href="https://www.business-standard.com/article/current-affairs/disney-star-lodges-fir-against-websites-app-in-fight-against-piracy-122052900405_1.html">Business Standard</a>. It joins the long list of complaints and cases against piracy. Star, along with Viacom 18 Media Private, had also filed <a href="https://timesofindia.indiatimes.com/city/mumbai/rogue-mobile-app-developer-held-in-content-piracy-case/articleshow/91801209.cms">a case against</a> android software aggregator Thop TV right before the ICC World Test Championship Final. <a href="https://timesofindia.indiatimes.com/city/mumbai/rogue-mobile-app-developer-held-in-content-piracy-case/articleshow/91801209.cms">Thop TV</a> is a rogue app that illegally provides access to films, shows and live sports on TV, as well as video-on-demand content, without consent from its producers. Its CEO was arrested last month in April 2022. After Radhe was leaked before its release on OTT platforms, Zee Entertainment Enterprises filed an FIR against it at the cyber branch. The movie was circulated across messaging platforms, including WhatsApp and Telegram. Piracy, however, is not new to the industry. Since the dawn of professional film production, pirates have been looking for ways to make a few quick extra bucks. After the advent of the internet and social media, it has become easier to download, mirror and circulate content. How vast is the sea of pirates? OTT players have been paying millions to movie producers for exclusive rights – and without direct earnings from the releases, they stand to lose future subscribers. A <a href="https://www.livemint.com/industry/media/indian-ott-market-to-touch-13-15-bn-in-10-years-deloitte-11645515343481.html">report </a>by Deloitte India released earlier this year estimates that OTT platforms may record 20% growth to touch $13 billion–$15 billion over the next decade. However, these numbers could grow at a faster rate if piracy is out of the picture. According to a <a href="https://www.thehindubusinessline.com/info-tech/as-digital-piracy-rises-amid-pandemic-original-content-creators-losing-money-ey/article34743362.ece">report </a>by Digital TV Research, the loss of revenue for OTT players on account of piracy in India is expected to hit $3.08 billion by 2022. India is expected to become one of the largest regions for online piracy this year, said Digital TV Research’s report. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;" class="redcator-table-advance"></colgroup><tbody><tr><td colspan="3" style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1pt;vertical-align:top;background-color:#a2c4c9;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Title: Top five countries to lose their revenues to online piracy in 2022 (in $ millions) </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Country </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Estimated losses in 2022 </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">USA </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$11,583 mn </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">China </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$9,778 mn </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">India </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$3,078 mn </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4 </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brazil </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$2,584 mn </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5 </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Mexico </td><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 1.5pt;vertical-align:top;background-color:#d0e0e3;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$1,576 mn </td></tr></tbody><tbody></tbody><tbody></tbody></table>Source: Digital TV Research The TV and film industries support millions of jobs, from set designers, makeup artists, and musicians to producers and directors — and piracy is eating out of their pockets. As per a <a href="https://www.akamai.com/site/en/documents/white-paper/protecting-the-bank-of-ott-whitepaper.pdf">report </a>by Akamai Technologies, a cybersecurity and cloud service company, Indian pirated websites saw 6.5 billion visits in 2021 and the country is ranked third in the world in accessing piracy websites. India has also earned the dubious distinction of ranking first in music piracy. Fine and punishment for piracy in India Piracy is considered a criminal act across the world. In India, as per the Cinematograph Act of 2019, <a href="https://timesofindia.indiatimes.com/india/3-year-jail-for-viewing-pirated-films-online/articleshow/53818024.cms">offenders </a>could attract a three-year prison term and a fine of up to ₹3 lakh for viewing, downloading, exhibiting or duplicating an illicit copy of copyrighted content. Content released on OTT platforms or television is protected by copyright. If the content is downloaded without the producer’s consent and circulated, it is a violation of the copyright act of 1957. If an FIR is registered against the offender, the police officer is not required to obtain a warrant (or permission from the court). They can seize the offender’s property (computer or laptop).

Indian OTTs might lose $3 bn to piracy this year as leaked content sites see 62 mn footfalls

<ul class="summary-list"><li>At Business Insider Intelligence, our mission is to bring you the most important insights, data and analysis from the digital world. So when we come across outstanding research from our partners that we think our audience can benefit from, we like to make sure you hear about it. </li><li>That's why we're giving you a preview of one of eMarketer's most popular reports: <a href="https://store.businessinsider.com/products/the-sports-ott-landscape-collection?IR=T&amp;itm_source=businessinsider&amp;itm_medium=content_marketing&amp;itm_campaign=report_teaser&amp;itm_content=top_text&amp;itm_term=store_text_link-sports-ott-landscape-2019-report-emarketer&amp;vertical=emarketer#!/">Sports OTT Landscape 2019.</a></li><li><a href="https://store.businessinsider.com/products/the-sports-ott-landscape-collection?IR=T&amp;itm_source=businessinsider&amp;itm_medium=content_marketing&amp;itm_campaign=report_teaser&amp;itm_content=top_text&amp;itm_term=store_text_link-sports-ott-landscape-2019-report-emarketer&amp;vertical=emarketer#!/">You can purchase and download the full report here.</a></li></ul>Preferences for specific sports can differ vastly throughout the world. UK viewers get their kicks from watching intense games of rugby, hockey dominates in Canadian culture, and cricket remains a hit in India.However, one constant can be guaranteed: the fervent enthusiasm of sports fans everywhere who are hungry for anywhere, anytime access to the games of their choice.GettyViewers around the globe will continue to keep their eyes glued on sports footage for hours at a time on their favorite devices, which serves as a unifying agent among those of varying backgrounds. This will also translate into sticky marketing tactics, as adept marketers make a play to win over an already captivated audience.eMarketer has put together the report Sports OTT Landscape 2019 that offers insight into the future of sports viewership in ten countries - Brazil, Canada, China, France, Germany, India, United Kingdom, South Korea, Mexico, and the United States, as well as the global implications of these trends.Some highlights include:<ul><li>At this stage in the game, TV broadcasting remains the MVP in global sports viewership. This is especially true in more developed countries like the United States, where fans are keen on watching their favorite competitors duke it out on the largest available screen.</li><li>In countries like Brazil that are experiencing an economic slump, more OTT services will step up to the plate, offering affordable viewing options to hit on both viewers' financial restraints and broadcasters' concerns about piracy.</li><li>Pay TV is still more affordable in certain countries like Mexico where streaming rights are controlled by powerful broadcasters. However, sports streaming will become increasingly important as contracts between owners and distributors come up for renewal.</li><li>New players like Facebook, Twitter, and Amazon, and independent services like DAZN, are jockeying for a position in the digital sports arena, offering a potential game changer for those already regularly interacting on both of these mediums.</li></ul><a href="https://store.businessinsider.com/products/the-sports-ott-landscape-collection?IR=T&amp;itm_source=businessinsider&amp;itm_medium=content_marketing&amp;itm_campaign=report_teaser&amp;itm_content=full_report_text&amp;itm_term=store_text_link-sports-ott-landscape-2019-report-emarketer&amp;vertical=emarketer#!/">Interested in getting the full report? Purchase &amp; download it from our research store.</a>

Learn which countries will hit it out of the park in the OTT sports arena

<ul><li>The pandemic and the ensuing lockdown has changed our lives, perhaps forever. It has brought about many behavioural changes among consumers. While some were temporary, there are many that will perhaps become permanent.</li><li>People discovered the many conveniences of <keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword> platforms during the last 2 years and the sector is only expected to grow from here.</li><li>Baskar Subramanian, Co-founder and CEO, <keyword id="751982" type="General" weightage="20" keywordseo="Amagi" source="Orion">Amagi</keyword> writes why OTT is getting consumer love and why the streaming media is here to stay. </li></ul>The pandemic and the subsequent lockdowns completely transformed our entertainment experience. From 'Let's go for a good movie', we moved to 'What should we watch on <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword>?'. Movie premiers and live sporting events like IPL and others have moved to OTT. For example, Netflix released the Kangana Ranaut starrer Thalaivi and Zee5 released Bob Biswas starring Amitabh Bachchan exclusively on OTT platforms. Homegrown web series like The Family Man, Sacred Games, Aarya, Special Ops, Aashram, Mirzapur and more undoubtedly elevated the popularity of OTT platforms among the tech-savvy millennials and Gen Z population who had embraced OTT over Cable TV or DTH subscriptions even before the onset of the pandemic. Post the pandemic, however, the trend has only increased, fuelled by the many conveniences that OTT offers over traditional broadcast. With streaming TV, the fight for the remote is laid to rest. Every person in a household can watch their favorite shows on their personal devices. Content can be viewed even while travelling, and consumers are spoilt for choice with languages, content variety, and on-demand viewing. Consumers have made their preferences clear - more people are cutting the cord, shifting from paid TV subscriptions to internet-based streaming services. Boston Consulting Group predicts that the OTT content market is at an inflection point in India and is likely to reach a market size of $5 billion by 2023. From just two OTT platform providers in 2012 to about 40 players at present, the OTT revolution has come a long way in India. Estimates from Phando Corp suggest that monthly active users (MAUs) for India’s OTT video sector have grown at a blistering rate of 300% since 2019 to reach 680 million in 2021, with rural and tier 2 &amp; 3 cities consumption reaching an 80% share. West Versus India Several factors including the widespread availability of broadband infrastructure, the ubiquity of mobile phones and other connected portable devices, and quest for personalised experiences have spurred the adoption of OTT consumption in the Western world. At the same time, technology investments, the emergence of new apps, features, and independent platforms for OTT content have also been growth drivers. Tech companies such as Amazon, Facebook, Apple, YouTube, connected device providers such as Samsung, Xiaomi, LG, and studios such Disney, MGM, Paramount, Sony are among the major corporations who have entered the OTT space, giving a plethora of programming choices to the consumers in the West. The growth in OTT platforms combined with the subsequent content boom has seen vernacular content from different regions gaining international popularity. South Korean dystopian drama broke all records by becoming the most watched content on Netflix by netizens around the world. Similarly, Indian dramas such as Sacred Games and Delhi Crime were viewed and enjoyed by a global audience. As a result, all eyes are now firmly set on opportunities in emerging economies, specifically in the Indian subcontinent, with major players from the west entering the foray with attractive subscription offers, and diverse content catalogues. Some have chosen to collaborate with or acquire local brands to establish a firmer foothold in the region. For example, with the launch of Disney Plus in the US back in 2019, the streaming service promptly expanded to many other countries, including India. However, instead of getting a dedicated app for Indian users, the company acquired the Hotstar streaming platform and soon rebranded to Disney+ Hotstar. The coming together of Disney and Star TV Network (20th Century Fox) attracted tens of millions of subscribers in India and provided them access to a premium catalogue of content from Disney and Star TV. One of the challenges in India is the ability to monetize online content. Research suggests that the Advertising-led Video on Demand (AVOD) model is far more popular than Subscription-led video on demand (SVOD) models given the reluctance of viewers in India to pay for online content. While about 60% of total video viewing in India happens on YouTube, Netflix has 40 Mn monthly active users. Disney Plus Hotstar too has reached the critical mass with its freemium model, well-supported by relevant collaborations, such as sports (read cricket), which drives volume. Also, a KPMG study reveals that, unlike the West, only 10% of viewers access OTT platforms for watching original content. Rather, OTT is used primarily for the convenience of anytime and personal viewing of movies, music, sports or to catch-up with TV content. Driving OTT Growth in India As a country with a population of 1.23 billion, India is the next big market for OTT platforms. Some of the growth drivers for OTT players in India, based on the precedent from the West include: ● Investments in Content Video streaming services are expected to spend around ₹1,920 crore to create original content for India in 2021, driven in part by the sharp rise in audiences during the 2020 lockdown. The platforms will further increase spends, including on sports, to ₹30,000 crore, during 2021-25, according to the latest FICCI-EY media and entertainment industry report. Around 500 original titles are likely to be released in 2021 across platforms, as opposed to 385 titles in 2019 and 220 in 2020. The investment in original content makes sense given that viewers are learning to pay for the content they consume, especially original content. In 2020, 29 million subscribers paid for 53 million OTT video subscriptions (not counting subscriptions bundled along with data plans), a figure that is estimated to increase to 39 million subscribers for 71 million subscriptions in 2021. Netflix has more than 40 originals scheduled for 2021 and is expanding its slate by nearly three times compared to 2020. Amazon Prime Video has 50 local originals in various stages of development and 30 in various stages of production. Demand for original content will likely double by 2023 compared to 2019 levels. ● Content – the New Battlefield for Viewers Increasing number of consumers from tier-2 and tier-3 cities have spurred the production of regional content. Alt Balaji has seen a change after the pandemic. Before the pandemic, the top 8 cities in India contributed to 70% of their total audience; post-April 2020, 60% of the traffic is from other tier-2 and tier-3 cities. Old favourite shows are being re-aired on OTT platforms, while investments in new content production continue. Recently Amazon announced the acquisition of MGM, for $8.45 billion, giving it access to MGM’s library of 4000 film titles and 17,000 TV shows. We have witnessed the emergence of a wide variety of content including Indian content since India has a diverse market with over a dozen languages that are widely spoken across the country. OTT players are shifting their focus towards localisation of their platforms, to be able to connect with the Indian users, be it in terms of regional languages, geography and user experience etc. India already has about 40 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands. This has opened the doors for OTT platforms to promote regional and hyperlocal content. In fact, a leading OTT player recently released 11 shows during the lockdown- all locally curated shows. The share of regional language consumption on OTT platforms is expected to cross 50% of total time spent by 2025, easing past Hindi at 45%. ● Government Regulations The Ministry of Information and Broadcasting (MIB) has, in the past year, stressed the need for some form of regulation of OTT Platforms to streamline the sector. In this regard, the MIB recently notified the Information Technology (Guidelines for Intermediaries and Digital Media Ethics Code) Rules 2021. The new rules require OTT platforms to set up a robust three-tier grievance redressal mechanism. The first level will comprise regulation by the OTT Platform itself through a grievance officer. The second level will be an institutional self-regulatory body formed by publishers of content and their associations. This self-regulatory body will comprise industry experts headed by a retired Supreme Court/ High Court judge /eminent personality in the relevant field. At the third level is an inter-department committee constituted by the MIB that will provide oversight and hear appeals for decisions taken at level two or if a complaint is referred to the inter-department committee by MIB. Regulation might help improve the quality of content in the future. ● The Future of OTT - New Applications and Content Innovations There is no doubt that the future of <keyword id="6357922" type="General" weightage="20" keywordseo="television" source="Orion">television</keyword> is OTT, and the industry is at a nascent stage. Content is the force that defines the direction of evolution in the industry. New applications such as learning, education and fitness are being explored. Pricewaterhouse Coopers reported that in 2018, more than 40% of new internet users in the world were children. Edtech platforms like Byjus and Unacademy use the OTT streaming approach for education. Similarly, possible applications for learning management in corporations are being explored. While fitness was never considered an activity that could be done remotely, the pandemic saw this notion change. According to a Bobble.AI report, besides video conferencing apps and websites, fitness applications such as Lose Weight, Cure.fit, recorded a 104.53% rise in daily active users. Video streaming platforms are also creating content to cater to this trend. Disney+ Hotstar has partnered with Brilliant Wellness, to introduce content from its fitness experts, yoga, and spiritual gurus. -- India’s large population and relatively young age demographics make the business environment dynamic and interesting. Digital savvy young consumers in India are spread over a wide geography and have a vast range of preferences, languages and appreciate multi-cultural entertainment. As content and technology come together to create a solution that caters to this unique business environment, OTT and streaming media are here to stay.

How India is ‘Cutting the Cord’ to drive an OTT revolution

<keyword id="6354312" type="General" weightage="20" keywordseo="IPL" source="Orion">IPL</keyword> franchise owners of teams like Mumbai Indians, Chennai Super Kings, Lucknow Super Giants, <keyword id="1494441" type="General" weightage="50" keywordseo="sunrisers-hyderabad" source="Orion">Sunrisers Hyderabad</keyword>, Rajasthan Royals and co-owners of Delhi Capitals on Wednesday were announced as winners of purchasing all six teams in South Africa's upcoming new T20 <keyword id="1910" type="General" weightage="100" keywordseo="league" source="Orion">League</keyword>. Through an official statement, Cricket South Africa (CSA) said that the six franchise owners were confirmed following a rigorous process over the past few months. The open bid process, managed by Deloitte Corporate Finance, attracted over 29 entities who expressed interest in owning a franchise worldwide. Over 10 venues were made available for interested bidders to own a franchise and all 10 of them received expressions of interest. <keyword id="45442" type="General" weightage="50" keywordseo="reliance-industries-limited" source="Orion">Reliance Industries Limited</keyword>, owners of Mumbai Indians, will operate the Cape Town team based at Newlands while <keyword id="14506281" type="General" weightage="50" keywordseo="rpsg-sports-private-limited" source="Orion">RPSG Sports Private Limited</keyword>, owners of Lucknow Super Giants, bought the Durban franchise based at Kingsmead. Sun TV Network Limited, owners of Sunrisers Hyderabad, picked Gqeberha (formerly Port Elizabeth) franchise with home venue at St George's Park while Chennai Super Kings Cricket Limited, owners of Chennai Super Kings, acquired the Johannesburg franchise with base at Wanderers. <keyword id="14506282" type="General" weightage="50" keywordseo="royals-sports-group" source="Orion">Royals Sports Group</keyword>, owners of Rajasthan Royals, bought the Paarl franchise based at Boland Park while JSW Sports, co-owners of Delhi Capitals, bought the Pretoria franchise based at SuperSport Park. Graeme Smith, the Commissioner of the new T20 League in South Africa, welcomed all the new franchise owners of the league. "We are thrilled to welcome our new franchise owners to the <keyword id="377670" type="General" weightage="50" keywordseo="south-african-league" source="Orion">South African League</keyword> taking place in January and February 2023. This is truly an exciting time for South African cricket; the overwhelming interest shows that the country remains valued in the global cricketing eco-system. "A robust bidding process was followed to select the final six owners, the decision was informed by a scorecard based on various criteria to ensure the utmost professionalism, independence, and objectivity to the process. I would like to thank Deloitte as our advisors for doing a thoroughly professional job in helping South African cricket find partners who add substantial value to our game. "The strong sports background of the respective owners and the global brands they manage ensures that South African cricket and the broader industry will benefit from their expertise and resources, as they bring stability and experience to the League." The move means that the global expansion of the IPL franchises is moving at a fast pace. Fans in South Africa will have the opportunity to watch word-class cricketers, catch a glimpse of the next generation and experience the action first-hand when the festival takes off early next year. Smith concluded by hinting at announcing the international players of the new T20 League in near future. "We have already contracted a number of leading international players who will be announced shortly. Combined with our strong South African player base, fans and stakeholders can be assured that the new League will showcase exciting talent and skill." The upcoming T20 League, which CSA will organise in association with broadcasters SuperSport in the form of a new company, will be the third time South Africa would be attempting to launch a franchise T20 league in the country. In its previous attempts, the attempt to start Global League T20 failed to happen in 2017, while its replacement, the Mzansi Super League was held in 2018 and 2019 but didn't get the big broadcast rights, with the free-to-air South African Broadcasting Corporation (SABC) getting broadcast rights for a much smaller sum, before being halted by Covid-19 pandemic. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/mobile/news/redmi-k50i-mobile-phone-review/articleshow/93001395.cms">Redmi K50i review</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/enterprise/news/netflix-is-losing-subscribers-and-hotstars-hybrid-model-can-be-right-choice-for-ott-platform/articleshow/93000111.cms">OTT platforms can survive in the Indian market if they go the Hotstar-way</a>

IPL franchise owners purchase all six teams in South Africa's upcoming new T20 League

<ul><li><keyword id="177241" type="General" weightage="20" keywordseo="groupm" source="Orion">GroupM</keyword> ESP, the entertainment, esports and sports division of GroupM India has released the 9th edition of Sporting Nation in The Making, its sports report that takes into consideration the sponsorship spends, player endorsements and media spends on sports properties.</li><li>The report estimated that the size of the Indian sports industry spends had surpassed Rs 9500 crore in 2021. It also revealed that the spending on sports celebrity endorsement grew by 11% year-on-year in 2021.</li></ul>GroupM ESP, the entertainment, esports and sports division of GroupM India in its sports sponsorship report for India 2021 said that the size of the Indian sports industry spends was estimated to have surpassed Rs 9500 crore in 2021. The report also stated that the spending on sports celebrity endorsement grew by 11% year-on-year in 2021. 2021 saw an echoing comeback for sports sponsorships and media deals, as compared to 2020 when the pandemic took over. 2021 got our Sporting Nation back to a billion-dollar scale with a 62% growth over 2020. India’s performance at the Tokyo Olympics has been a morale booster for budding sports talent in the country and 2022 will bring new opportunities in multi-sport events. With INR 6018 Cr, Sports Adex surpassed 2019 levels in both TV &amp; digital. <keyword id="1521" type="General" weightage="20" keywordseo="cricket" source="Orion">Cricket</keyword> yet again, remains the most popular sport, accounting for 94% of the sports AdEx. The media spends on cricket in 2021 was higher (Rs 5657 crore) than the overall media spends of 2019 (Rs 5232 crore). A total of 444 brand endorsement deals have happened in 2021, with cricketers accounting for 318 endorsement deals and 87% of total brand endorsement value. The Olympic Year of 2021 increased Emerging Sports Athletes' endorsements by 79%, accounting for 13% of the overall brand endorsement value. <keyword id="232445" type="General" weightage="20" keywordseo="prasanth-kumar" source="Orion">Prasanth Kumar</keyword>, CEO – GroupM South Asia said, “2021 was a year of a major comeback for the sports industry. Not only in sports but we saw growth in sponsorships, endorsements, and media expenses in 2021. This year will also be a good re-start point for brands to invest in sports properties since sports will see a rise and will in-turn deliver ROI to brands. Apart from this, we even saw esports gaining significant traction and there was a major rise in the number of gamers in the country. Properties like PKL, ISL, etc. are also seeing a major rise in followers which goes to show that India is heavily invested in overall sports from an interest and inquisitiveness standpoint. As for cricket, we are seeing a growing interest by Foreign private equity giants investing in Indian cricket which is proving that Cricket will continue seeing a huge surge in India and with 2021 getting cricket back on track, we are seeing 2022 racing ahead, aiming to cross INR 10,000 Cr mark.” Acceptance of visual media for live sports broadcast by fans led to a great demand of platforms like SonyLiv and Disney Hotstar who are now streaming a variety of sports for their audiences. We see the OTT space becoming more competitive in the years to come since India is adopting OTT for live streaming sporting action. <keyword id="345370" type="General" weightage="20" keywordseo="vinit-karnik" source="Orion">Vinit Karnik</keyword>, Head – Sports, Entertainment and Esports, GroupM South Asia said, “India as a Sporting Nation has finally arrived, overcoming all barriers brought in by the pandemic. Cricket being the hero of India, contributed 88% of the sports spends. IPL and T20 WC boosted the sports adex growth. We also saw emerging sports contributing 12% on the overall sports spends. The media spends in 2021 were the biggest contributors, who accounted for almost two-thirds of all sports industry spending. While sports celebrity endorsement was on the rise in 2021, Virat Kohli, MS Dhoni, <keyword id="13937" type="General" weightage="20" keywordseo="rohit-sharma" source="Orion">Rohit Sharma</keyword>, Neeraj Chopra and PV Sindhu are the top athletes in the sports celebrity brand endorsement space. 2022 will be an exciting year with the Asian Games, FIFA World Cup, Premier Badminton League, and many more properties coming up, and the fans are in for a treat. The sports arena is an exciting drive ahead from the fanbase lens and the business lens too and we have a host of opportunities in the Indian sports industry.” With an action-packed 2021, media spends in sports saw some heavy scoring in India as brands and consumers were brought closer by broadcasters. Technology also played a very crucial role in evolving the way people appreciate sports. The household penetration of TV sets in different markets over the country saw a major role in the growth of sports properties. With this, TV continues to be the largest medium since 2021 saw overall ad spends of Rs 5051 crore, which was a growth of 59% over 2020 and we saw digital spends touching Rs 965 crore.

The spending on sports celebrity endorsements grew by 11% year-on-year in 2021: GroupM ESP’s Sporting Nation Report 2022

<ul><li><keyword id="260629" type="General" weightage="20" keywordseo="nielsen-sports" source="Orion">Nielsen Sports</keyword> has released ‘Fans are changing the game’, its 2022 global sports marketing report.</li><li>The report reveals new behaviours fans have adopted during the pandemic to connect with the sports and teams they follow, whether through increased social media activity, betting, co-watching, or more.</li></ul><keyword id="6456080" type="General" weightage="100" keywordseo="nielsen" source="Orion">Nielsen</keyword> Sports, a global leader in sponsorship analytics and fan intelligence, has released ‘Fans are changing the game’, its 2022 global sports marketing report. The report reveals new behaviours fans have adopted during the pandemic to connect with the sports and teams they follow, whether through increased social media activity, betting, co-watching, or more. The report outlines how Nielsen predicts ‘Fandom’ in 2022 will impact <keyword id="933048" type="General" weightage="20" keywordseo="sports-sponsorship" source="Orion">sports sponsorship</keyword> models, content distribution, the rise of crypto, esports and women’s sports. The new report will help contextualise the value of sports partnerships, helping brands and sports properties predict the future value of media assets and marketing investment ROI. Some of the key findings within the Nielsen Sports Report detail how a fan’s viewing experience has changed. With the growth of connected devices, 40.7% of global sports fans now stream live sports through digital platforms. In turn, this has led to the increase in over-the-top (OTT) media rights which includes a 19% jump for the top European football leagues over the last two years at the local level, and a 31% increase forecasted for the men’s tennis ATP Tour through 2023. The demand for content overall remains high with non-event broadcasts, such as highlights, recap videos, and more, nearly as high as the event itself. Nielsen estimates that 39.4% of global fans will watch non-live content related to a live sports event. And, sports viewership has become a multi-screen experience, with 47% of people who watch sports simultaneously interact with other live content, increasing by 5% over the last year. Nielsen estimates there was a 146% year over year rise in unbundled sponsorship investment in women’s sports (UEFA, <keyword id="57149" type="General" weightage="20" keywordseo="fifa" source="Orion">FIFA</keyword>, <keyword id="3107302" type="General" weightage="20" keywordseo="world-rugby" source="Orion">World Rugby</keyword>) compared to a 27% rise in 2020. With more women’s sports being televised, there are now increased sponsorship opportunities specific to women’s sport, which means that many brands are effectively reaching consumers that weren’t previously reached through sponsorships in men’s sport. Says <keyword id="10111413" type="General" weightage="20" keywordseo="marco-nazzari" source="Orion">Marco Nazzari</keyword>, Managing Director, International of Nielsen Sports : “From our work as a data-driven company and by surveying thousands of fans, it is clear to see that sports fans demand new types of content driven by innovative delivery platforms. In turn this impacts how rights holders and brands should approach audience engagement and sponsorship outcomes. With sponsorship sophistication rising, measuring effectiveness at every step is now expected by brands. Predicting ROI and sales lift will be key for sports rights holders to remain relevant and secure marketing budgets from brands going forward.” Other key trends identified in the 2022 Nielsen Sports Report: ● Sports sponsorship were up 107% in 2021, and through an analysis of 100 sponsorships in seven markets across 20 industries, Nielsen found that sports sponsorships drove an average 10% lift in purchase intent among the fanbase. Overall, Nielsen’s 2021 Trust in Advertising Study showed that 81% of global respondents either completely or somewhat trust brand sponsorships at sporting events. ● Blockchain companies investing in sports sponsorship is projected to reach $5 billion by 2026. This represents a projected 778% increase in sports sponsorship from the crypto, blockchain and NFT brand category. ● Athletes have shown a higher potential to establish connections with fans, with 26% of avid sports fans who use social media for sports news saying that athletes are a great way to connect with brands and sponsors. ● There were 2,254 publicly announced esport sponsorship deals globally in 2021 compared to 1,785 in 2020 making it one of the fastest growing segments of the global entertainment industry. In the last year, the female esports fan base grew by 19%, while the male fan base grew by 12%. “As traditional and digital worlds merge, the sponsorship lifecycle is now broadening, creating additional and more well-rounded monetization opportunities,” said Nazzari. “It will become vital for brands to leverage new technology and utilise digital platforms to develop fan-engagement strategies that didn’t exist before in linear broadcasting. The fan is now the catalyst for huge change.”

Sports sponsorship up 107% in 2021, drove an average 10% lift in purchase intent among fanbase: Nielsen Global Sports Marketing Report

<ul><li>The deadly second wave of Covid-19 has wreaked havoc on the <keyword id="37465" type="ORGANIZATION" weightage="20" keywordseo="film-industry">film industry</keyword> with many films releasing on <keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword>. Hindi filmmakers have been waiting for the situation on ground, especially in the metros of Mumbai and Delhi, to get better.</li><li>While many analysts have concluded that the damage to the theatrical business in India will be irrevocable, <keyword id="161338" type="COMPANY" weightage="20" keywordseo="Shailesh-Kapoor">Shailesh Kapoor</keyword>, Founder &amp; CEO, <keyword id="809814" type="COMPANY" weightage="20" keywordseo="Ormax-Media">Ormax Media</keyword> cites some compelling reasons to support his prediction that 2022 will be biggest year ever at the Indian box office.</li></ul>It’s been a turbulent period of about 14 months for the Hindi film industry. While film industries across the world have suffered heavily on account of the COVID-19 pandemic, most have managed to get at least a few big releases out since the outbreak in early 2020. Even in India, the South industries, especially Tamil and Telugu, have seen a few releases, including successes like Master, Vakeel Saab, Uppena and Jathi Ratnalu. But when it comes to <keyword id="27461" type="PERSON" weightage="20" keywordseo="Hindi-cinema">Hindi cinema</keyword>, the theatrical business has been a no-show. Even as films started releasing in the South, Hindi filmmakers stayed away, waiting for the situation on ground, especially in the metros of Mumbai and Delhi, to get better. A few mid-level films like Roohi and Mumbai Saga released, and some bigger ones were expected to follow, but the deadly second wave has wreaked havoc since then. But the period from April 2020 till now has not been uneventful at all for Hindi cinema. With theatres closed, OTT platforms have become the port of call for many Indian film producers. Gulabo Sitabo, Shakuntala Devi, Dil Bechara, Laxmii, Coolie No. 1 and now Radhe… the list of Hindi films opting for a direct-to-OTT release (though Radhe had a simultaneous theatrical release overseas) is long and growing. Some of these films have gone on to do very well. Dil Bechara, which was released free (AVOD) by Disney+ Hotstar as a tribute to its lead actor who passed away June last year, clocked an estimated 75+ Million views in India, a record for any OTT property in the country thus far. Laxmii (25 Mn) benefited from Disney+ Hotstar’s huge reach too, though it was behind the paywall, unlike Dil Bechara. Coolie No. 1 amassed good numbers (14 Mn) for Amazon Prime Video, and Radhe has given Zee’s attempt pay-per-view (PPV) model a boost, with 10 Mn+ views so far. Radhe, Coolie No. 1 and Laxmii had to face severely negative reviews from most critics. But a sizeable section of the audience still watched them, especially over the first week. Many analysts have concluded that the damage to the theatrical business in India will be irrevocable, and that the future of Indian cinema (or Hindi cinema at least) will be entwined with the OTT category. This, however, is a case of an opportunistic tendency to comment on trends in a way that suits the optics of the day. Many commentators, and even journalists, are guilty of this this tendency. Over the last year, I have often been asked my views on this topic as a part of a story a business publication is doing. In a majority of cases, the story has already been positioned as ‘pro-OTT, anti-theatres’. I should explain why I vehemently disagree with this misleading and over-simplistic narrative being peddled around. The reasons are plenty, but I’d focus on only three of them here. To begin with, cinema is a social, outdoor medium. In all our research around theatrical consumption, the experience of going to a theatre with friends or family is often the primary motivation, rather than the specific film being watched. OTT is a more intimate medium, still led largely by personal consumption on the smartphone, where the viewing is anything but 'social' in nature. The social need fulfilled by movie theatres can only be compensated by other such modes of entertainment, say sporting events or plays. The second reason is related to another unique need that movie theatre viewing satisfies: that of providing larger-than-life entertainment on the big screen. Films like those in the Bahubali and the Avengers franchise are watched on the big screen because of the magical experience that viewing provides. Much before the pandemic came in, audiences across the world were already segregating films in their heads as those for theatres and those for streaming. It was strikingly evident that with the growing penetration of streaming platforms, more intimate, emotional stories may not get a sizeable interest in the theatres, which will increasingly become the medium for big-screen, make-believe event films. The pandemic has only accelerated this trend that was decisively shaping up, even in India, since 2018. The third reason is economic in nature. The typical business model of a big-ticket starcast film requires sizeable recoveries from three sources to ensure a minimum profit level: theatrical, satellite and digital. If we skip the theatrical component, the onus is on the other two to ‘fund’ the film. The contribution of theatrical revenue for an average Indian film was 65% in 2019. If the 35% had to fund the remaining 65%, several films will become commercially unviable at the onset. OTT platforms in India may be currently shelling out a premium for some of these big films, but that’s a short-term marketing investment to attract new subscribers, and not a plan sustainable in the long run. Cinema is safe. Let me stick my neck out and predict that 2022 will be biggest year ever at the Indian box office. There’s only one thing that can stop that from happening. And that one thing is a botched-up vaccination strategy, not the OTT category.

Immune to OTT: The future of Indian cinema

<ul><li>The pandemic gave a huge boost to the streaming industry. The <keyword id="1245953" type="General" weightage="80" keywordseo="ott" source="Orion">OTT</keyword> sector in India witnessed a 30% rise in the number of paid subscribers, from 22.2 million to 29.0 million between March and July 2020.</li><li>According to <keyword id="215381" type="General" weightage="20" keywordseo="amdocs" source="Orion">Amdocs</keyword>’ India Streamer 2021 report, 76% of surveyed consumers are expected to add to their current number of subscriptions – the most likely being video streaming services, wellness and e-health, and eLearning services.</li><li>Here are a few changes we can expect from the industry in the near future, writes <keyword id="5626068" type="General" weightage="20" keywordseo="raman-abrol" source="Orion">Raman Abrol</keyword>, GM &amp; Chief Commercial Officer, <keyword id="12413885" type="General" weightage="20" keywordseo="amdocs-media" source="Orion">Amdocs Media</keyword>.</li></ul>The Covid-19 pandemic and resulting lockdowns saw public entertainment across India grind to a standstill. With theatres, cinemas, music concerts, shows and other events closed – and new releases and productions put on hold – consumers flocked to streaming services. 2020 redefined screen-watching for consumers and enabled them to watch their preferred content at their preferred time. A young, growing population with increasing digital skills and more affordable smartphones, growth in mobile and broadband subscriptions and increased time spent at home are among key drivers that have made Over-the-Top (OTT) services a go-to choice for many. As a result, the OTT sector in India witnessed a 30% rise in the number of paid subscribers, from 22.2 million to 29.0 million between March and July 2020. According to Amdocs’ India Streamer 2021 report, 76% of surveyed consumers are expected to add to their current number of subscriptions – the most likely being video streaming services, wellness and e-health, and eLearning services. What changes can we expect on the horizon? This data shows some major emerging trends in the OTT space, which will further transform the way content would be created in the years to come. Here are four areas where we might see traction. 1. Continued demand for personalized, mega-content bundles: Consumers are increasingly looking at options to create and pay for content packages limited to only the content they want to watch. They do not want to pay for the service provider’s entire content library. With schools, offices, and entertainment all coming together under one roof, entertainment services such as wellness, telehealth, e-learning are also becoming popular. However, managing multiple subscriptions across multiple providers is a major challenge that consumers are facing today. To deal with this, communications service providers (CSPs) are looking at offering consumers the ‘perfect bundle’. This would serve as a centralized space where they will be able to access their preferred media and entertainment subscriptions. The Amdocs survey shares that about 56% of the consumers would pay more to include on-demand binge-worthy TV series, 49% would prefer all games for one specific sporting team, 46% of the consumers would bundle up virtual classes/training, while 45% would prefer fitness classes with a “celebrity” trainer. 2. Growing popularity of localized content: The past year has seen a surge in demand for regional content. To cater to this rising demand by viewers for local language content, several regional OTT platforms have emerged in markets like Maharashtra, Gujarat, Kerala, Karnataka, and Tamil Nadu. <keyword id="12413884" type="General" weightage="20" keywordseo="oho-gujarati" source="Orion">OHO Gujarati</keyword> (Gujarati), <keyword id="1723835" type="General" weightage="20" keywordseo="hoichoi" source="Orion">Hoichoi</keyword> (Bengali), and <keyword id="4660234" type="General" weightage="20" keywordseo="sun-nxt" source="Orion">Sun NXT</keyword> (Malayalam) are some examples of popular regional OTT platforms. They have carved a niche space for themselves among the existing big players such as <keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword> and <keyword id="2976376" type="General" weightage="20" keywordseo="amazon-prime-video" source="Orion">Amazon Prime Video</keyword>, among others. These OTT platforms are catering to local tastes and preferences, offering content in regional and local languages, showcasing local cultures, traditions and lifestyles. An increasing number of viewers from tier-2 and tier-3 cities and towns are also driving this growth. For example, since its launch in February 2020, Telugu service Aha Video has reached 1 million paid subscribers. With consumers looking for quality content, irrespective of the language, this trend is only expected to grow in the coming years. Regional language consumption on OTT platforms is expected to cross 50% of the total time spent by 2025, moving past Hindi at 45%, according to a FICCI-PwC report. 3. Rise in low-budget short-films production: Continued uncertainty around the pandemic has made the entertainment industry cautious about spending on big-budget productions. The growing demand by OTT subscribers for new, enthralling and diverse content is leading to an interesting trend gaining momentum – short stories and web series. These realistic, powerful, thought-provoking short films are sitting well with modern viewers. With consumers hungry for authentic, out-of-the box, realistic content, this trend for short, anthology-style films is expected to continue growing. 4. Immersive technology and 5G network will be game changers for Indian OTT players: The growing trend of streaming 4K videos requires enhanced internet bandwidth. With the accelerated pace of 5G technology adoption in the country, OTT providers are planning on providing their customers with seamless 4K video quality streaming solutions. 5G connectivity is expected to drive the growth of immersive entertainment experiences for users. Advanced technologies such as Artificial Intelligence, Virtual Reality (VR) and Augmented Reality (AR) are increasingly proving to be transformative across different areas of the home entertainment industry. With the help of 5G 5 , consumers will be able to watch content using AR/VR gadgets, taking the entertainment experience to the next level. Way forward The OTT industry was experiencing slow and steady growth when Covid-19 acted as a catalyst for rapid transformation of this medium. From being on the curb to jumping onto the main street of entertainment, OTT has captured consumer eyeballs and hearts. Adoption of digital technologies, personalized bundling options, investments in original and locally relevant content, among others, will aid in furthering growth in the Indian OTT space.

How the pandemic has changed the streaming landscape for good

<ul><li>With the explosion of talent across social media and OTT, the marketing landscape of 2021 looks very different.</li><li> <keyword id="11362330" type="UNKNOWN" weightage="20" keywordseo="Julie-Kriegshaber">Julie Kriegshaber</keyword>, COO <keyword id="6855610" type="UNKNOWN" weightage="20" keywordseo="Chtrbox">Chtrbox</keyword> shares how a brand can choose between celebrities, influencers, and <keyword id="11644166" type="UNKNOWN" weightage="20" keywordseo="ott-stars">OTT Stars</keyword> as endorsers.</li></ul>The context: For years, it’s been pretty straightforward for brands. India’s attention was ruled by her celebrities and all you had to do was look within movies (Bollywood) and sports (cricket) to find your endorsers. With digital making waves over the past many years, the Jio effect and subsequently mobile phones becoming the primary screen, COVID lockdowns, and the explosion of talent building their audiences across social media and OTT, the marketing landscape of 2021 looks very different. While traditional celebrities still rule the roost when it comes to non-digital formats, deciding on endorsers isn’t as straightforward anymore. Let’s take a deeper look. Social Media Influencers: Cutting across age brackets now, they’re the new age media for digitally savvy users. Content creators and experts, they have built their fan following across Instagram, YouTube, Twitter, LinkedIn, and off-late homegrown regional platforms like Josh (Dailyhunt), Moj (ShareChat), and more. Why Influencers are a great choice: 1. Category Experts: Most quality influencers, be it mega, macro and micro, have built their audiences based on genuine expertise and quality of content in a category. This category relevance to your brand is really important to consider especially if your audience has an interest in categories like Beauty, Tech, Dance, Music, Fashion, Food, Fitness, Parenting, etc. 2. Engagement Engineers: Digital influencers know what works to drive conversations on digital, and are adaptable &amp; versatile. The best creators also have a knack for data, and take the real time feedback they get to continuously iterate better content. It also helps in brand storytelling that they’re closest to your consumer profile. 3. Great ROI: Most influencers are economical considering their quality of content and results. Most are comfortable in shooting from home, editing themselves and don’t necessarily require large production shoots requiring large budgets. Why to skip Influencers: 1. Your audience doesn’t follow influencers: Your brand’s primary TG is not digitally savvy, or still not on the internet. 2. You’re approaching it the wrong way: It’s not a priority for your brand, and you’re only looking at a standard list of influencers as an afterthought to amplify content. Much like most things in advertising, influencer marketing too is an art and science and requires intelligent influencer selection and creative content curation. OTT Stars: Nothing ‘over the top’ about the hype and popularity some of these emerging stars are getting. They’re breaking through digital screens of Netflix, Amazon Prime, Hotstar + another 30 OTT platforms now in India and finding parallel fame on social media. Why OTT Stars are a great choice: 1. Great actors and eager to work: Many of these actors are early in their careers, and could be the right fit for diverse and out of the box content formats. They handle the camera with ease, and can tell a story well. 2. Targeting a broad audience: Unlike many social media influencers who have specific audiences with certain interests - OTT provides a platform for more massy followership Pan-India (and sometimes globally with NRI audiences). We tend to see that OTT stars will have a concentration within a particular age range, but otherwise have more generalized audiences. 3. Instant Association with Affiliated Themes: They may have recently acted as a character, or in a series, which connects with your brand, meaning instant further association and affinity. Why to skip OTT Stars: 1. Looking for a niche audience: The flip side to having a general audience is that it may not cater well to targeting specific geographies or interests. 2. Looking for expertise: Because they haven’t built their personal brand on a specific category, but rather were popular for their OTT content, branded content can seem out of place depending on the category. 3. They may lack digital engagement: They may be too new to the game, and not have built a knack for digital yet with poor engagement rates. Celebrities: No introductions needed, they’ve made it to the top of the pyramid, and are recognized and loved beyond the big screen Why Celebs are a great choice: 1. Multifaceted: They’ve worn multiple avatars, and can help take your brand to the mass market best. 2. Great digital reach: Most celebs have adopted well. With a single post by a megastar, you can reach double-digit millions. 3. Credibility: Indian consumers love to see a relevant believable face behind a product, and have massive affinities towards their favorite stars. Why to skip the celeb route: 1. Budget-constrained: Celebs are great, but they do come with a cost, and category blocks. 2. Pressed for time: Celebs have busy schedules so ideally you should plan in advance, especially since it may require full set + production 3. Authenticity: Your consumer set is getting smarter than ever, and will question if brand endorsement from a celeb isn’t authentic. The conclusion: India is seeing a new wave of stars that indeed have broken into the fame game based on a wonderful thing – their merit. Their fame has grown because they’ve discovered content topics &amp; formats, stories &amp; characters which their audiences love. We’re also seeing these above cohorts intermingle and engage with each other a whole lot more: Social Media Influencers who do well are being sought after for OTT, and along with OTT Stars are becoming the next Celebs, where as many Celebs are now figuring out and acing the social media and OTT game. If the past year has taught us anything in marketing, it’s that personal, purposeful, people-powered storytelling is here to stay. Audiences are now all the more digitally connected, engaging on multiple screens and platforms often at the same time. With the right selection framework of advocates and ambassadors, expect to see your brand grow to new heights.

The fame game: Deciding between celebrities, influencers, and OTT Stars as endorsers?

<ul><li>The size of the <keyword id="8900632" type="UNKNOWN" weightage="20" keywordseo="Indian-sports-industry">Indian Sports Industry</keyword> in 2020 is estimated at INR 5894 Cr ($ 796 Mn). This takes into consideration the following - <keyword id="933048" type="PERSON" weightage="20" keywordseo="Sports-sponsorship">Sports Sponsorship</keyword> Spends, Sports Celebrity Endorsement, and Media Spends on Sports Properties.</li><li>The biggest share here goes to media.</li></ul>GroupM ESP, the entertainment, esports and sports division of GroupM India today released the sports sponsorship report for India 2020. The size of the Indian Sports Industry in 2020 is estimated at INR 5894 Crores. This report takes into consideration - sponsorship spends, celebrity endorsement and media spends on sports properties. The biggest share here goes to media, where advertisement spends on TV, Digital and Print media contributed to INR 3657 Crores, which accounts for 62% of the total spends. Sponsorship Spends included On-Ground Sponsorships, Team Sponsorships and Franchise Fee, and this took up 28% of the industry pie, which translates to an amount of INR 1673 Crores. An interesting shift that gained momentum in 2020 was the athlete endorsement which grew 5% over 2019, against the run of play in a year ravaged by the pandemic. During the period of inactivity in sports, there was a significant step jump in the level of social media influencer activity among popular athletes. Here again, cricketers ruled the roost, with a 92% share of the pie. Of the 377 endorsement deals that happened last year, 275 involved cricket players. 2020 also saw female athletes pulling in brands and the continued success of these stars is proof of the fact that our champions are loved, and we are proud of them. As the sporting nations wait eagerly in anticipation, the stocks are highly in favour of endorsements from our athletes. The lockdown had also catalyzed the growth in certain sectors. The absence of live sports along with a sub-optimal supply of fresh OTT content led to the shift towards gaming; the month of April 2020 saw an 11% increase in users per week along with a significant jump in average time spent per gamer. This led to a sudden boom in e-sports in 2020, with communities getting built and multiplayer activities gaining ground. Over the last three years, there has been a doubling in the gamer base as well as viewership numbers in the time. Despite the Covid-19 threat and multiple risks, India’s foremost sporting league, the Indian Premier League (IPL) got underway in UAE in September much to the delight of fans, players, franchisees, sponsors, and rights holders. The success of the IPL was a great demonstration of the qualities of brinkmanship and improvisation, just what the doctor ordered to lift the spirits of a nation in which cricket is followed with religious fervour. Even as the absence of a fair share of events has rendered year-on-year comparisons irrelevant, two things are extremely heartening. First, the overall levels of business seen in the industry in 2020, and then, the high running momentum as we exit the year and move on to 2021.In November, the Indian Super League (ISL) got underway in three venues in Goa with strict protocols and adherence to bio-bubble considerations. This was the first major sports event to be held in India after the pandemic; giving ample demonstration of our ability to pull off an event of this magnitude under such circumstances. Prasanth Kumar, CEO - GroupM South Asia said, “With the lockdown being enforced and subsequent stoppage of play on the field, the void was stark with no visibility on how the anti-Covid efforts would pan out. And even without any activities, our sports heroes stayed close to us. They came closer by actively engaging with their followers on social media and the spontaneity of this online content flow and with the open arms that we welcomed it, is the demonstration of the power of sports in our country. Speedy responses and improvisations are on the go where what the situation demanded and among the many things the Covid-19 situation taught us marketers, was the need to be adaptable as the tide turns fast around us.” <keyword id="345370" type="PERSON" weightage="20" keywordseo="Vinit-Karnik">Vinit Karnik</keyword>, Head – Sports, Esports and Entertainment, GroupM South Asia said, “Many sports properties were either cancelled or postponed and even sponsorship and media spends were impacted. But it is commendable how the sporting ecosystem reacted to this crisis taking into consideration the very fact that sports were back sooner than expected. Even in the face of an adverse context, the stakeholders came together to provide the spark the industry needed. The IPL and ISL are an exemplary demonstration of India’s preparedness to host major sporting events under such taxing circumstances. With many sporting events lined up in 2021, fans might have to make choices between certain events in terms of what, when and how much to watch, leading to a rise in demand for subscription viewing in live sports. 2020 looks like that proverbial backward step we take before a giant leap, like the one we are expected to take in 2021, as part of the making of the sporting nation." The past decade has seen the sports ecosystem coming on its own and as the Covid-19 threat put the brakes on the ecosystem, it has brought the stakeholders closer to one another as we found ways to work around the crisis. As India moves into the decade of the 20s, marketers can expect a continuous evolution in the state of affairs in the sports industry. As new content platforms emerged in the wake of the shortage of live sports in 2020, it will increase the demand for sporting content and its consumption in our country.

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The fame game: Deciding between celebrities, influencers, and OTT Stars as endorsers?

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